Visual representations of black hair in relaxer advertisements : the extent to which It shapes black women’s hair preferences and attitudes towards hair alteration
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Date
Authors
Madlela, Khulekani
Journal Title
Journal ISSN
Volume Title
Publisher
Routledge
Abstract
This article focuses on how the black body, particularly black women’s hair, is represented
in advertisements for hair relaxers published in True Love, a South African magazine
directed at black women. Using qualitative visual semiotic analysis, this article focuses on
the process of dehumanisation through visual representation by paying attention to hair, a
highly politicised subject in South Africa. In addition, using pre-group questionnaires and
focus-group interviews, the article examines to what extent the images possibly shape hair
styling practices of black female readers, aged between 18 and 45, who live in urban areas
in South Africa.
Description
Keywords
Visual representation, True love, Black hair, Black women, Hair alteration, Length preference, (Dis)empowerment, Hair advertisements
Sustainable Development Goals
Citation
Madlela, K. 2018, 'Visual representations of black hair in relaxer advertisements : the extent to which It shapes black women’s hair preferences and attitudes towards hair alteration', De Arte, vol. 53, no. 1, pp. 49-74.